Regardless of the mode of delivery, represent a guide to the
relative teaching time and student effort required to
successfully achieve a particular competency/module. This may
include not only scheduled classes or workplace visits but also
the amount of effort required to undertake, evaluate and
complete all assessment requirements, including any
non-classroom activities.

Pre-requisites and Co-requisites

None

Course Description

This unit applies to individuals working in a supervisory or management advertising role within an advertising team or media organisation who are primarily responsible for the development of mass print advertisements. Individuals undertaking this unit may develop mass print media advertisements themselves or coordinate a team to produce the advertisement.

National Codes, Titles, Elements and Performance Criteria

National Element Code & Title:

BSBADV509A Create mass print media advertisements

Element:

1. Interpret a creative brief

2. Create a mass print media advertisement

Performance Criteria:

1.1 Confirm the central idea or creative concept, technique/s for expressing the idea/concept and mass print media to be used. 1.2 Identify and check the advertising content and supporting information for accuracy and completeness 1.3 Confirm the time, schedule and budget requirements for creating the advertisement/s 1.4 Identify legal and ethical constraints

2.1 Determine and produce the elements of a print advertisement to communicate the required image, features and benefits of the product or service 2.2 Size and position each element of the print advertisement to achieve balance and focus for the advertisement 2.3 Ensure the typeface selections suit the product and the central idea of the advertisement and the layout balances white space and margins 2.4 Ensure the layout of the advertisement unifies the elements, attracts the reader to the focal point and guides the reading sequence 2.5 Ensure the advertisement meets the requirements of the advertising brief and that it meets legal and ethical requirements

Learning Outcomes

This unit describes the performance outcomes, skills and knowledge required to create mass print media advertisements that communicate the key features of a product, service or idea to the consumer.

Details of Learning Activities

Refer to teaching schedule

Teaching Schedule

WEEK 1 FEBRUARY 6

PRE-TRAING REVIEW:

RPL

LLN

FAMILIARIZATION WITH:

Program

Sevices/facilities

Other students

Teachers

Where to get support

Student responsibilities

Course requirements

Course support documents

Pre-reading

Blackboard

Overview of assessment requirements

Grading

Plagiarism

Appeals

Extensions

Feedback

Privacy

Submission requirements

Resubmission policy

WEEK 2 FEBRUARY 13

What is a Creative Brief and what does it do?

How a Client Brief impacts on a CReative Brief

WEEK 3 FEBRUARY 20

The Product Life Cycle as practised in marketing and its impact on the advertising message

The Advertising Cycle and early preparation for assignment 2 - Advertising Cycle Folio

Students must demonstrate an understanding of all elements of a particular competency to be deemed competent. Assessment methods have been designed to measure achievement of each competency in a flexible manner over a range of assessment tasks.

Assessment will incorporate a variety of methods including assignments, journals, presentation and written or test. Students are advised that they are likely to be asked to personally demonstrate their assessment work to their teacher to ensure that the relevant competency standards are being met.

• An RMIT Assignment Cover Sheet • A themed graphically prepared front cover • Table of Contents • An Executive Summary • An explanation of a Client Brief: - What is it? - What does it do? - What is the relationship between a Client Brief and a Creative Brief? - What is it asking for? • An explanation of a Creative Brief (Delivered in class) - What is it? - Who is it written for? - State from the brief what you think the advertising is supposed to do. - After identifying the role of advertising from the brief decide on an appropriate Communication Strategy. - After deciding your Communication Strategy, outline a central idea (Big Idea) to communicate an effective message to the target market group/s stated in the brief. - Which print mediums best lend themselves to utilize your Big Idea? - How would you tailor your Big Idea to the budget constraints stated in the brief? - What legal, ethical constraints come into play around your Big Idea and the mediums in which it will be exposed? • Summary • Appendix (if appropriate)

Your folio will contain: • An RMIT Assignment cover sheet • A themed graphically prepared front cover • Table of Contents • An Executive Summary • Newspaper or magazine advertisements to represent the four stages of the advertising cycle and one institutional example. Each example will be accompanied by 10 bullet points stating how the advertising cycle stage effected both the copywriting style/information/techniques (5 bullet points) and the use of graphics/type/colour (5 bullet points).

During the 16 weeks of semester tutorials, students will be given ‘mini briefs’ on various products and services from which to develop at least 7 newspaper or magazine advertisements; one A3 poster; one DL brochure; and one outdoor sign (A3 size). The ‘mini briefs’ will focus on the various Communication/Big Idea strategies that can be adopted through copy writing approaches presented and discussed throughout the semester. Each piece will be developed in a series of stages, as follows: • Rough visual concepts – hand drawn • Examples of headline and copywriting approaches including a chosen direction (brain storming) • Completed to finished art stage print advertisements (adhering to the AIDA principle)